Google Assistant - Building a global creative CRM program as smart as Google’s AI

HOW
When the "Make Google Do It" tv campaign put a spotlight on the Google Assistant. Google were then left with millions of people asking "how do I actually make Google do it?".
Google Assistant quickly rolled out to over 1 billion devices. Their user base skyrocketed to 100M people, yet most were unfamiliar with the Assistant’s potential to transform their day-to-day life. So, how do we educate each new user and bring the product’s greatest features to life in a culturally relevant and personal way?

WHY
We created a creative, segmented CRM program that adapted through data signals like recent features used, location, and owned devices. Every communication used predictive modelling to trigger an emotional response, by highlighting product benefits in familiar, culturally relevant settings. 
From creating creating copy tone, visual idents, graphic styles, culturally relevant icons/settings. The communication they received was tailored just to them. Thats a lot of creative work to make 100Mil people feel like Assistant is talking just to them. 

People are eager to try an intelligent smart assistant, and, more importantly, to learn how to tap into its potential to help in everyday life. By personalising all content and trans-creating, for 12 language's in 27 countries, we saw users around the globe become even more engaged. Making Google, do it.

+ 745%  Increase in new feature adoption
12% increase in weekly product usage 

WINNER
2019 Gold Horizon Award |
2019 OMMA Winner
2019 Effective Mobile Marketing Award Winner
2021 The Annual